3. Line
Types
•Vertical- Represents dignity, formality, stability and
strength.
•Horizontal- Represents calm, peace and relaxation.
•Diagonal- Represents action, activity, excitement and
movement.
•Curved- Represents freedom, the natural, having the
appearance of softness and creates a soothing feeling
or mood.
8. Color
Color has an immediate
and profound effect on a design.
Types
•Warm Colors
•Reds, oranges, yellows
•Cool Colors
•Blues, purples, greens
•Colors can affect how humans feel and act.
10. • Keep it simple
• Limit number of fonts per page and per site
• Use the same fonts consistently throughout the site
• Make good font choices
• Sans serif vs. serif
• Commonly installed fonts
• Mood
• Readability
• USE CAPITALIZATION SPARINGLY
11. • Font Moods
• What mood does this font evoke for you?
• What about this one? Is it formal? Casual?
• Would this font give your page a professional look? Why or why not?
•What assumptions about the content
• Would you make from this font?
•
12. Form and Shape
The shape, outline, or configuration of anything.
Examples
•Squares •Ovals
•Circles •Rectangles
•Ellipses •Triangles
14. Space
By incorporating the use of space
in your design, you can enlarge or reduce
the visual space.
Types
•Open, uncluttered
spaces
•Cramped, busy
•Unused vs. good
use of space
15. • Positive and negative space refers to the juxtaposition of
figure and ground in a composition. The objects in the
environment represent the positive space, and the
environment itself is the negative space.
• white space is often referred to as negative space
16. Texture
The surface look or feel of something.
Types
•Smooth surface
•Reflects more light and, therefore, is a more
intense color.
•Rough surface
•Absorbs more light and, therefore, appears darker.
19. Value
The relative lightness or darkness of a color.
Methods
•Shade
Degree of darkness of a color
•Tint
A pale or faint variation of a color
20. Visual Design Principles
There are five principles that encompass
an interesting design.
• Balance
• Rhythm
• Emphasis
• Proportion and scale
• Unity
21. Balance
Parts of the design are equally distributed to create a sense
of stability.
There can be physical as well as visual balance.
Types
•Symmetrical or Formal Balance
•Asymmetrical or Informal Balance
•Radial Balance
•Vertical Balance
•Horizontal Balance
22.
23. Balance
Asymmetrical or Informal Balance
Parts of the design are not identical but are
equal in visual weight.
24. Balance
Radial Balance
Design Elements radiate
outward from the center.
25. Balance
Vertical Balance
The top and bottom parts are equal.
27. Repeated use of line, shape, color, texture or pattern.
Types
•Regular rhythm
•Graduated rhythm
•Random rhythm
•Gradated rhythm
28.
29. Rhythm
Graduated Rhythm
The beats of the element become closer or
further apart as they move.
30. Rhythm
Random Rhythm
The beats of the element are random
or are at irregular intervals.
31. Rhythm
Gradated Rhythm
The repeated element is
identical with the
exception of one detail
increasing or decreasing
gradually with each
repetition.
32. Emphasis
•Points of attention in a
design.
•The feature in a design that
attracts one’s eye.
•The focal point.
•Emphasis can be achieved
through size, placement,
color and use of lines.
•The most personal aspect
of a design.
33. Proportion and Scale
•Comparative relationships
between elements in a
design with respect to size.
•3:5 ratio is known as the
Golden Mean.
•Scale
•The proportions or size
of one part of the image
in relationship to the
other.
34. Unity
• Unity is applying consistent use of lines, color, and
texture within a design.
• To be harmonious.
